The master thesis "Parents and marketing forms targeted at children: awareness, attitudes and educational approaches" describes marketing and advertisement methods that aims towards children and also parental perception of these methods. The children's segment is quite popular in the marketing industry, mainly because young consumption behaviour is easily affected. Parents play a big role in influencing children's perception, which is why I chose to focus on parents as well. Parents need to know about these advertisement and marketing's forms if they want to influence their children in a correct way. The theoretical part of the thesis describes characteristics of media education in the family, marketing forms aimed on children, approaches and strategies of parents in media education and also the reaction of children to the given advertising forms. The practical part discusses the description of the chosen research technique, namely qualitative research consisting of semi-structured in-depth interviews. The aim of these in-depth interviews was to find out the level of orientation of preschool children in the child-targeted marketing forms. The goal was to establish their attitudes towards these advertising forms and describe how they approach this area in the education of their children. Negative...

My diploma thesis deals with the phenomenon of the internet and parents' supervision, particularly how parents supervise their children who are the active users of the Internet. This paper is divided into a theoretical and practical part. The theoretical part is further divided into two sections - one that looks at supervision and mediating strategies and other one that analyses the internet. Both those theoretical chapters explore their subjects with relation to children as the agents. The practical part of my dissertation is a qualitative research in form of interviews, which helps to understand the phenomenon from the parents' position.

This thesis investigates what parental mediation strategies parents of children under twouse and what factors are involved that influence their decisions. To find that out, it isalso of interest to this work how these parents integrate media in daily routines withtheir children and for what purposes they turn to digital devices. To find out about theirmediation strategies, six families kept a media diary and ten first-time parents wereinterviewed as follow-up to the diaries. The results of both methods showed that parentsof children under two mainly used restrictive mediation, active mediation and distantmediation. Restrictions regarded time, content, devices, and location. However, theserestrictions were no clear formulated rules yet but affiliate to the high awareness that theparticipants stated regarding media use with their children, probably also influenced bymoral panics. The same applies to distant mediation: even though media was used inmoments when parents needed to do e.g. housework, most parents refrained fromreferring to media as a ‘babysitter’. The most intriguing finding is that first-time parentsrestrict their own media use so that their child’s screen time is as little as possible.Acting as role models, parents would hide their devices when their child becomes awareor look at it somewhere where their child cannot see it. Factors that influencedmediation strategy decisions were high awareness also due to official recommendations,concerns of parents, positive notions towards media use, tendency to show more aschild grows, and negative emotions connected to media. With these findings, this thesiscontributes to contemporary research on mediation strategies of parents under twowhich is still scarce now but needs to be considered in further research as this studyproves.

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[pt] Este trabalho tem como objeto de estudo as mediações familiares da relação das crianças com as atividades remotas propostas pelas escolas, durante a pandemia da COVID-19. Objetivou-se, através de pesquisa exploratória, identificar as percepções das famílias pesquisadas a respeito dessas atividades, os principais desafios enfrentados, as estratégias de mediação adotadas e possíveis aprendizados vivenciados nesse processo. Foram obtidas 207 respostas a um questionário online e realizadas 41 entrevistas com responsáveis por crianças matriculadas do primeiro ao terceiro ano do Ensino Fundamental, residentes na Região Metropolitana do Rio de Janeiro. Como principais interlocuções teóricas foram utilizados o conceito de mediação, pela perspectiva vygotskiana, estudos sobre o acompanhamento dos deveres de casa pela família e pesquisas recentes sobre acesso a atividades educacionais remotas, oportunizado em grande parte pelas mídias. Foram também considerados dados de pesquisas sobre desigualdades educacionais associadas à oferta de ensino remoto durante a pandemia. Como principais resultados, foi visto que as mediadoras, em sua maioria mães, percebem como as maiores dificuldades assegurar a motivação das crianças para realizar as atividades, ter disponibilidade para acompanhá-las durante sua realização e as limitações pedagógicas enfrentadas na tarefa de explicar a elas os conteúdos curriculares. Enquanto uma forte potencialidade das atividades educacionais remotas, verificouse uma maior proximidade entre as famílias e as crianças, em especial nos assuntos relacionados à escola. As diferentes estratégias adotadas pelas mediadoras, a fim de possibilitar o melhor aproveitamento do ensino remoto pelas crianças, foram consideradas enquanto experiências oportunas para a ampliar a reflexão sobre o papel da escola. / [en] The object of study of this master dissertation were parental mediations of children s relationship with the school remote activities during the COVID-19 pandemic quarantine. Through exploratory research, the objective was to identify parents perceptions of such activities, their main challenges, the mediat ion strategies adopted and potential learning experiences. The data comprised 207 responses to a virtual questionnaire and 41 interviews with parents of children enrolled from 1st to 3rd grades of Elementary School, living in the metropolitan area of Rio de Janeiro. The main theoretical references included the concept of mediation in the Vygotskian perspective, studies on the monitoring of homework by the family, and recent research on access to remote educational activities allowed by current media. Research data were also considered on educational inequalities associated with the provision of remote education during the pandemic. As its main results, the mediators, mostly mothers, biggest difficulties were: to guarantee children s motivation to carry out the activities, to be available to help them, pointing out their pedagogical limitations to explain curricular contents. The potential of remote education was the greater proximity between family and child, especially in school matters. The different strategies adopted by mediators in children s remote education were considered favorable experiences to reflect on the role of school.

A media policy on maternity leave is the subject matter of the thesis, which presents the results of a qualitative research of an audience by the grounded theory method. The analysis of various causes, conditions, contexts, strategies and consequences of media policies of individual speakers is based on the use of semi-structured interviews. The media usage on maternity leave is a complex of attitudes not only of the mother but also of the father who can be in agreement with his partner in one household but in conflict in another household. Influences of parents childhood or of the nearest neighborhood is continuously reflected in individual strategies of the media policy. A professional status of the mother and her needs offered by the media also plays a significant role. Last but not least, there is a conflict between mothers` own comfort when the media take over the role of a nanny and are a vital member of the household, and a childcare when the mother more or less regulates the role of the media in the early years of a child's life on the basis of her own experience, in other words to a reasonable degree.

The work concerns with media enviroment and life style of children from the children's homes. The empirical part is based on theoretical part and it explores their media habits, media access, media owning and parent mediation. This work compares a sample of 48 children from children's homes and a sample of 62 children who live in a family. Quantitative research is supplemented with qualitative research in a form of semistructured interviews with tutors in six children's homes and with mass discusion with children in one of them. The main aim of the work is to approach which role do media play in every day life of the children from the children home's. Comparative research answers the main question: Are media habits of the children from the children's homes different from the habits of the children from families and which strategy of the parental mediation is supreme and how the mediation differs from the mediation in the families.